In June 2005, Klei Entertainment Inc. released an online preview of Eets: Hunger. It's emotional,
and received an impressive amount of feedback. With zero budget in
marketing, we garnered 7,500 downloads over a single weekend. Much
praise has to be given to Tycho from Penny Arcade, whose link distorted
our web stats by the hour (we could literally see the stat bars rocket
upward, AT, or “After Tycho”), and to Fileplanet, who graciously hosted
the demo and placed it on the front sidebar. These players flocked to
our forums, and gave us high praise and invaluable feedback on how to
improve our game.

Armed with this information, Steve Chen (Klei's former President) and I met with our agent, Warren Currell (www.sherpagames.com),
and flew to the usual suspects to ask for large sums of money. We
primarily wanted to port our game to the handhelds, (in particular the
Nintendo DS and PSP) arguing that our easy-to-pick-up, easy-to-put-down
gameplay and instantly appealing artwork would fit well in this market.
However, as an original IP with an unconventional gameplay concept,
nearly every North American publisher felt that it was a risky project,
especially considering this was before Nintendogs had come out, and the DS had yet to truly prove itself.

And
thus, after some initial interest, we were turned down, mostly during
the marketing review stage. The consensus was that we had a great game,
but the staff had no idea how to market it to the general public. I
felt this was a very valid point, (Warren didn't) and at this time, we
took another blow: Steve Chen decided this was not his calling, and
decided to leave to pursue a career in another industry altogether.

Online Distribution

The lack of interest from the publishers was a definite blow to our Jenga-style
stability, but I was glad we explored the area and could now focus on
self-publishing. In fact, from the beginning, we knew that relying on
publisher funding may not be our best bet, and we had already begun
talks with online distributors to see if there was a good fit. Around
October 2005, we began serious discussions with Valve to distribute Eets over Steam. A programmer by trade, I felt this was an excellent fit. We wanted Eets
to be extremely community oriented, and what better way to constantly
update your game via new content and patches than releasing it over
Steam? We could upload new content whenever we wanted, and it would be
almost transparent for the player.

Eets, a quirky, original game

In terms of demographic, Eets appealed to people who used to play a lot of The Incredible Machine and Lemmings. We
also have bright, vibrant art, which would be something different
amongst hoards of FPS and dark tunnels. Valve also boasted millions of
active users, although we knew most of them came from buying Half-Life 2.
Finally, we felt like we might be missing the female demographic
altogether, but decided that if the game became sufficiently
successful, we could start to do an advertising push toward that market.

And so negotiations began. And continued. And continued.

After
going back and forth for months on the contract at least half a dozen
times, we felt like we were closing in on an agreement. However, Valve
wanted to have exclusive online rights to Eets (unless it sold poorly), and we could not make the business case given the reluctance from Valve on providing us with their Steam sales
numbers on similar games, nor would they provide basic user information
such as active installed base of female game players, and
region-by-region active Steam users. The final sticking point
came when we discovered the contract would put us in conflict with
distributing a retail German version with German publisher Frogster
Interactive.

In
the middle of January 2006, Valve and Klei mutually agreed to part ways
and we had to move fast to find a new distribution channel.

Today, we are happily distributing primarily over our own site, using Trymedia's ActiveMARK
DRM protection. With them handling our copy protection and order
processing, we were able to focus on polishing the game. Thus far,
working with them has been a great pleasure. Their support has been
fast and effective, and I would happily recommend anyone to give them a
shot. By comparison, Trymedia encourages us to not be exclusive to
them, provides real-time sales data, complete with graphs and details
on who our customers are and how they bought the game. Plus, we earn a
lion's share of the profits sold from our own site. Heck, I have
Trymedia's Account Manager for Eets on my MSN contacts.

Of
course, any third-party solution has its drawbacks, (I've all but lost
the ability to do seamless patching) but we were definitely not in a
position to vertically integrate a protection and order processing
system.

What Went Right

Lots of iterations. In the summer of 2004, "The Eets Group", as we were then known, released a version of Eets
to be entered into the IGF. I still have that version of the game, and
every once in a while I'll dust it off to prove a point – an idea is
nothing without good execution. By that I mean, our original version of
Eets contained exactly the same gameplay, and yet was incredibly boring and unappealing.

Since
then, we've had three or four major revisions to the game, each time
improving the game immensely. I would say that, in terms of game
mechanics, we only spent about 20 percent of our time there. The rest
of the time was spent polishing these same mechanics and the user
experience so that every thing a player does is very satisfying.

Polish
makes or breaks a game. That's something every AAA developer knows, and
yet this ideal often gets lost when you make the transition to
independent games and casual games. Every developer can learn from
PopCap – how is it they are able to make popping jewels and balls so
very satisfying?

Getting an Agent. So
how does a developer who knows a lot about developing games, has only
an instinctive business sense, and doesn't have the contacts, get a
successful game out? Warren Currell is not only Klei's agent, but
someone I consider both a mentor and a friend. Without him, it's safe
to say Klei would have fallen into many traps, and not gained the huge
opportunities that have presented themselves today.

There
are many advantages to having an agent working for you, which more than
pays for his/her cut. For example, it is a well-known fact that the
worst person to negotiate for you is yourself. You are simply too
invested to make good judgment and an agent can leverage both his
experience and portfolio to your needs.

Of
course, finding the right agent is equally important. I was fortunate
to have been referred to Warren via my good friend and colleague,
Raphael Van Lierop. You obviously need an agent you can wholeheartedly
trust, and I think it probably took about four – five months for me to
really get comfortable with our arrangement.

Community, not as an afterthought. When
we switched gears to being a true independent, which includes
self-publishing, we knew what people like Stardock knew – community is
what will give us the added value. From the beginning, we insisted that
we must lower the barrier to entry for our community, and get rid of
ingrained practices such as having to copy levels into the level
directory, or run a separate application to create your levels.

Our
Puzzle Maker is built into the game, and is tuned to be very easy to
use. It's very tempting to add a ton of features into a level editor,
but as every usability expert knows, choice is not necessarily a good
thing. We decided to make it a priority to allow players to very
quickly build fun, great-looking levels, and a lot of effort was put
into making the experience a pleasant one. In addition, we implemented
a one-click solution for downloading levels.

Finally,
many developers leave it up to the fans to create a community for them.
For certain, you save time and energy on not having to do so yourself,
but you also end up with a fractured community – one you have much less
control over. At Klei, we believe there's a vast amount of potential in
building your own community, and learning from successful “Web 2.0”
communities such as Flickr and Yelp.

We
concentrated on making the Puzzle Maker extremely easy to use, and at
the same time was the tool our Level Designer used. To do this, we had
to limit the number of choices available, and at the same time make it
extremely powerful.

Art Direction. If you read the reviews of Eets, they all agree on one thing: Eets looks great. Considering that Eets had only three part-time artists, was done on a shoestring budget, and is 2D, I'd say that's not an easy task.

Luckily,
we had three to four iterations to get it right, and it became
increasingly clear what the strong points of our visuals were. I began
annoying our Art Director that we needed to do everything we could to
make the game really come alive. So then came the butterflies, the
parallax clouds, the cotton candy trees, the subtle lighting of the
fireflies, and so on.

Being
the articulate man I am, I was adamant that everything that happens on
screen absolutely must “look fun”. As a result our amazing Art Director
Michael Agon made sure none of our objects were static, and came up
with some amazing ways to do so.

We need something that shoots light? Don't make a laser gun, make a humanoid Ginseng Factory shooting out Radioactive Flying Ginseng. Thank God Mike and I have known each other since high school or he may have actually killed me.

None of the characters in Eets are static – this is one of our concept drawings of the Ginseng Factory

Retain IP Control. We
fought tooth and nail to make sure we retained IP control, and indeed
it has paid off. By completing the game on our own dime, we were able
to have flexibility to change features on the fly – removing things
that did not add enough value, and adding polish to much needed
portions of the game. Realize of course that we are not purists – we
made the game on a shoestring budget and hence we had both man power
and time restrictions, but no promises needed to be made for features
that were either unreasonable or unnecessary.

By
the time we released an Alpha in December, we were ready to look into
retail opportunities, and we found a great match for the German
speaking territories with Frogster Interactive. Our experience with
them is what I can only describe as amazing – they have been extremely
good to us both in their enthusiasm and in their promptness in all
aspects of the business. In turn, we are doing our best to provide them
with a very high level of support.

In addition to deals such as this, having control over IP means we are eligible for government funding. Eets is partially funded by the Telefilm New Media Fund, and both parties couldn't be happier with the arrangement.